Morning Update: Twitter to close Vine, reduce staff; Burger King ghosts McDonald’s; Hugo Boss to abandon luxury; Google’s growth

Ad Week: Twitter Just Shut Down Vine 4 Years After Buying It for $30 Million

Vine will not be an infinite loop. It was four years ago this month when Twitter bought Vine for a reported $30 million, but now the relationship has fully withered. On a Medium blog post, Twitter revealed that it’s shutting down the looping video app in the coming weeks.

“You’ll be able to access and download your Vines,” the post read. “We’ll be keeping the website online because we think it’s important to still be able to watch all the incredible Vines that have been made. You will be notified before we make any changes to the app or website.”